In October 1970, Japanese National Railways launched its Discover Japan advertising campaign in the hopes of keeping and cultivating the increased number of railway users that it had gained during the Japan World Exposition, which had finished a month earlier.

With Wakao Fujioka of advertising giant Dentsu as its producer, the campaign was counterintuitive with marketing norms of the time and attempted to send social messages rather than be solely persuasive. Traveling alone or with friends in Japan had also become popular, and imagery and slogans were designed to appeal in particular to young women, using fashionable designs that were even classy enough to be featured on the cover of Anan fashion magazine in 1972.

During the six years of the campaign, posters, stamps, tickets, pamphlets and more were produced, many examples of which are on display at this exhibition, along with a special stamp-rally stand that until recently was used in Iwate; Sept. 13-Nov. 9.

Tokyo Station Gallery; 1-9-1 Marunouchi, Chiyoda-ku, Tokyo. Tokyo Stn. 10 a.m.-6 p.m. (Fri. till 8 p.m.). ¥900. Closed Mon. 03-3212-2485; www.ejrcf.or.jp/gallery

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